ON THAT ASS
ON THAT ASS INTERNATIONAL B.V. is a Netherlands-based DTC subscription e-commerce company delivering unique printed boxer shorts, women's hipsters, and boys' underwear monthly to consumers across 17 European countries at €12.99 per month, supplemented by a loyalty webshop.
- Company typePrivate
- Founded2015
- Headquarters's-hertogenbosch, Netherlands
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What ON THAT ASS does
ON THAT ASS INTERNATIONAL B.V. is a Netherlands-based private limited company (B.V.) operating a direct-to-consumer subscription e-commerce business for printed underwear. Founded circa 2015, the company designs and delivers unique, limited-edition boxer shorts (and later women's hipsters and boys' boxer shorts) to subscribers' mailboxes monthly across 17 European countries. New members receive their first pair free with a €0.02 verification payment, followed by monthly billing at €12.99; the subscription is cancellable with one month's notice after a 14-day EU-mandated cooling-off period. The company also operates a loyalty programme that grants subscribers €10 in monthly store credit redeemable in a webshop for exclusive apparel (sweaters, hoodies, jogpants, bags).
The business model is product-led growth underpinned by affiliate marketing at scale: over 100,000 affiliate-driven conversions per month are processed through the Everflow platform, with 130,000+ monthly trial signups across the men's and women's lines. Fulfillment is centralized through a BSCI-certified factory in China, with container-ship logistics via the Port of Rotterdam (since 2018) and last-mile delivery handled by PostNL in the Netherlands and partner postal carriers in other markets, delivering direct to mailboxes without signature requirements. The company sells exclusively through its own website (onthatass.com), with email automation managed via Customer.IO and payment processing via ING direct debit. Reported scale includes 600,000+ members across 17 countries (or 750,000+ 'members wearing boxers' per an alternate source), with no disclosed revenue, funding, or headcount figures.
The company's competitive positioning rests on a distinctive design library dating back to 2015, a recognizable brand aesthetic built around monthly surprise prints, and low-friction mailbox delivery across Europe. Sustainability commitments include BSCI-certified manufacturing, container shipping instead of air freight, and a recycling partnership with Philtex for faulty products. The entity is privately held with no disclosed institutional investors, parent company, or public listing.
ON THAT ASS firmographics
Firmographics- Name
- ON THAT ASS
- Legal name
- ON THAT ASS INTERNATIONAL B.V.
- Website
- https://onthatass.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ON THAT ASS INTERNATIONAL B.V. is a Netherlands-based DTC subscription e-commerce company delivering unique printed boxer shorts, women's hipsters, and boys' underwear monthly to consumers across 17 European countries at €12.99 per month, supplemented by a loyalty webshop.
- Ownership category
- akta.pro rank
ON THAT ASS industry classification
Industry- Product category
- Subscription Apparel and Underwear
- NAICS
- Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Subscription Boxes & Curated Product Subscriptions (CRAFAIAF)
Keywords
Where ON THAT ASS is headquartered
LocationHeadquarters
- HQ city
- 's-hertogenbosch
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
ON THAT ASS business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Monthly Subscription: Core recurring revenue stream. Customers pay €12.99 per month for monthly deliveries of boxer shorts or underwear. First product is free with verification payment. Subscription continues until cancelled with one month's notice.
- Free Trial/Freemium: First boxer short or hipster is free as a trial offer. Customers pay only a €0.02 verification payment. This drives customer acquisition and conversion to paid subscription.
- Loyalty Store Credit: Subscribers receive €10 in store credit monthly. Can be redeemed for exclusive items in the webshop including sweaters, hoodies, jogpants, and bags. Shipping costs for loyalty products are paid by the customer.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription at €12.99 per month |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
ON THAT ASS product offering
Product offeringCore offering
ON THAT ASS operates a monthly subscription service that delivers unique, eye-catching printed boxer shorts (Men), hipsters/clothing sets (Women), and Boys Originals to members' mailboxes across 17 European countries. New members receive their first product free (with a €0.02 verification payment) followed by monthly deliveries at €12.99, cancellable with one month's notice after a 14-day cooling-off period. Subscribers also receive €10 monthly store credit redeemable for exclusive loyalty merchandise including sweaters, hoodies, jogpants, and bags.
Product overview
ON THAT ASS is a subscription-based underwear and apparel company operating two main product lines: Men's Originals (boxer shorts and socks) and Women's hipsters/clothing. The core offering is a monthly subscription model where members receive unique, limited-edition printed designs delivered to their mailbox. New members receive their first pair free with a 14-day cooling-off period, followed by monthly deliveries at €12.99. The company also operates a Loyalty Programme that rewards subscribers with €10 monthly store credit for redeeming exclusive merchandise including sweaters, hoodies, jogpants, and bags. Additionally, the company offers a Boys Originals line for younger customers.
Differentiator
Problem solved
Functional benefit
Brands
- ON THAT ASS: Subscription service for boxer shorts and underwear for men and women with monthly surprise designs
Products and services
- Men's Originals Boxer Shorts Subscription
Quantifiable outcome
- 750,000+ members
- +1 more outcomes
Companies that use ON THAT ASS
Customer profileSegments3 records
Ideal customer profiles3 records
ON THAT ASS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ON THAT ASS partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- PhiltexminorRecycling partner for faulty boxer shorts. Products with production errors are collected from members and recycled through Philtex collaboration, giving boxer shorts a new life and reducing need for new raw materials.
- Stiftung Zentrale Stelle Verpackungsregister / Duales System (Germany)minorRegistered with German packaging registry and dual system for responsible packaging waste management. Addresses sustainability requirements for plastic packaging in Germany.
- EverflowcoreAffiliate tracking and management platform used for real-time, transparent tracking of affiliate conversions. Partners use Everflow platform to monitor performance and manage campaigns. Commission tracking is fully supported by Everflow infrastructure.
- Customer.IOcoreEmail service platform for sending transactional and marketing emails. Shares first name, last name, and email address to send personalized emails and promotional campaigns. Members can unsubscribe from campaigns at any time.
- PostNLcoreDutch postal delivery partner for shipping products to customers. Shares first name, last name, and address for delivery. In other countries, PostNL hands over packages to local postal and parcel services.
- BSCI Certified Factory (China)coreManufacturing facility in China with BSCI (Business Social Compliance Initiative) certification, guaranteeing good working conditions and human rights for staff. Boxer shorts are printed, cut, sewn, and packaged in this factory.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
ON THAT ASS competitors and assessment
Company assessmentOthers
- FabFitFun: Seasonal subscription box covering beauty, wellness, fashion, and fitness products. Comparable subscription box mechanics and DTC community building, though in a different product category.
Emerging players
- Frank And Oak: Canadian DTC apparel brand with subscription and rotating collection elements. Comparable DTC apparel subscription mechanics and design-led seasonal drops.
Direct peers
- MeUndies: US-based DTC underwear and loungewear subscription brand offering monthly membership deliveries of unique prints. Closely comparable subscription model, product category, and design-led differentiation approach.
- Tommy John: Premium DTC men's underwear and apparel brand with subscription/recurring-purchase elements. Comparable category (underwear), DTC-first distribution, and emphasis on comfort-driven design differentiation.
- Bombas: DTC socks and underwear brand with subscription bundles and a one-for-one donation model. Comparable product extension from socks into underwear and a subscription/recurring delivery model.
- ThirdLove: DTC intimates and underwear brand with fit-focused subscription offerings. Comparable women's underwear category, DTC e-commerce model, and direct-to-consumer acquisition playbook.
Broad incumbents
- Stitch Fix: Data-driven apparel subscription service delivering curated boxes of clothing to consumers. Comparable subscription e-commerce model in apparel, although Stitch Fix is broader in category and US-focused.
- Lululemon: Global DTC/retail activewear and underwear brand with strong European footprint and recurring-customer base. Comparable DTC-led apparel model with design-driven product cycles.
- Hanesbrands: Mass-market underwear and basics manufacturer/retailer (Hanes, Champion, Bonds, etc.). Comparable core category, but competes on price/scale rather than design-led subscription differentiation.
- Calvin Klein (PVH): Mass-market underwear and apparel brand owned by PVH with broad European retail presence. Comparable product category (underwear) and broad incumbent pressure on price and brand visibility.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
ON THAT ASS social profiles
Digital presenceON THAT ASS financial estimates
Financial estimateRevenue estimate
Valuation estimate
ON THAT ASS leadership team
Management profileNumber of profiles
ON THAT ASS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ON THAT ASS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ON THAT ASS
What does ON THAT ASS do?
ON THAT ASS operates a monthly subscription service that delivers unique, eye-catching printed boxer shorts (Men), hipsters/clothing sets (Women), and Boys Originals to members' mailboxes across 17 European countries. New members receive their first product free (with a €0.02 verification payment) followed by monthly deliveries at €12.99, cancellable with one month's notice after a 14-day cooling-off period. Subscribers also receive €10 monthly store credit redeemable for exclusive loyalty merchandise including sweaters, hoodies, jogpants, and bags.
Is ON THAT ASS a public or private company?
ON THAT ASS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ON THAT ASS founded?
ON THAT ASS was founded in 2015. It employs 51 to 100 people.
Where is ON THAT ASS based?
ON THAT ASS is headquartered in 's-hertogenbosch, Netherlands, in the Europe region.
How does ON THAT ASS make money?
Three revenue lines are on record. Monthly Subscription is the primary driver. The others are free Trial/Freemium and loyalty Store Credit.
Who are ON THAT ASS's main competitors?
FabFitFun is listed as an others. Frank And Oak is listed as an emerging player. Direct peers are MeUndies, Tommy John, Bombas and ThirdLove. Broad incumbents are Stitch Fix, Lululemon, Hanesbrands and Calvin Klein (PVH).
Does ON THAT ASS have an API?
No public API is recorded for ON THAT ASS.
What industry is ON THAT ASS in?
ON THAT ASS's product category is Subscription Apparel and Underwear. Its primary akta.pro industry code is CRAFAIAF, Subscription Boxes & Curated Product Subscriptions. Its NAICS code is 458110 and its SIC code is 5651.